基于主播激励与保鲜质量的农产品直播供应链成本分担研究

Cost-Sharing Mechanisms in Agricultural Product Livestream Supply Chain: A Perspective on Anchor Incentives and Product Freshness

摘要: 在农产品直播电商蓬勃发展的背景下，产品的新鲜度与主播的推广努力成为了影响消费者购买决策的关键因素。本文聚焦于农产品直播带货供应链，探讨直播销售中供应商与主播的协同机制，以及供应商与运输商关于保鲜成本的不同承担机制。我们从博弈论视角出发，构建理论模型，系统分析了三种关于保鲜成本不同承担模式下，保鲜投入与主播努力在供应链内的相互作用机制与协同决策。研究发现：不同合作模式下，关于保鲜成本的协调程度对供应链各方收益分配具有显著影响，合理设计佣金机制能够实现供应链成员的最优绩效。本文为农产品直播供应链中的合作策略与机制设计提供了理论支持与实践启示。

Abstract: Against the backdrop of the booming development of livestream e-commerce for agricultural and side line products, product freshness and the promotional efforts of streamers have become key factors influencing consumer purchasing decisions. This paper focuses on a livestream supply chain system for agricultural products, which consists of a supplier, a logistics provider, a streamer, and a livestreaming platform. It explores the collaborative sales efforts between the supplier and the streamer via the platform, under different scenarios regarding the responsibility for product freshness between the supplier and the logistics provider. From a game-theoretical perspective, we construct a theoretical model to systematically analyze the interaction mechanisms and joint decision-making logic of freshness preservation efforts and streamer promotion under three modes of freshness cost responsibility. The study finds that the degree of coordination in sharing freshness costs significantly affects profit distribution among supply chain members under different cooperation models. Designing appropriate incentive mechanisms can lead to optimal outcomes for the entire supply chain. This paper provides theoretical support and practical insights for collaboration strategies and mechanism design in agricultural livestream supply chains.